Many companies are struggling to produce high-quality product content and deliver it to customers at the right time. The Forrester study found that current product content strategies lack the foundation for success. Companies are missing a strategic and integrated approach to their content technologies, specifically digital asset management (DAM) and product information management (PIM) software.
To stay competitive, a lot of companies are adding new content types to their mix to meet the rising demand for meaningful e-commerce interactions. This requires the right content tools to create a solid back-end foundation for successful customer experiences. Without integration, delivering personalized content experiences is nearly impossible.
To be successful, companies must treat content like a strategic asset. Forrester surveyed 259 digital marketing decision makers and 360 consumers from across North America and Europe, and found that just five out of 10 content marketers feel their segmentation and level of product detail are sufficient. To improve ROI on product content, get clearer content insights, and create higher-converting customer experiences, an integrated approach to content management is key.
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